Tactics for Tapping into the Customer’s Perspectivestring(57) "Tactics for Tapping into the Customer’s Perspective"

July 8, 2013
, , , , , , , Business, Connections, Conversation, Customer Service, Marketing/Sales, Sales, Strategy, Success 1

Last week I posted a blog explaining why I believe that understanding the buyer’s perspective is one of the most important keys to selling.  Today’s post is a follow up to that post because I want to take this opportunity to offer some tactics for tapping into the buyer’s (i.e., the customer’s) perspective.

Learning and adapting to the issues and whims of the buyer while moving the sale forward to a conclusion is a complex and intricate task.  Attentive listening can help you, the seller, determine if the buyer is putting you off or merely attending to pressing internal demands.  Personality profiling (come back on Monday, July 22nd for details about Personality Profiling) also helps by giving you knowledge about how to craft your sales and reporting program to the style of communication most comfortable to the client.  All customers like to be communicated with in a manner that is most familiar to them, and knowing their personality profiles helps the seller customize a sales approach for each unique individual.  One form of customer communication is the product presentation, which has a strong influence in a successful sale.

Andy Bounds, from Liverpool, England, is a sales communication expert who reminds us that the ” . . . prospect is really interested in the total opposite of most commonly delivered product presentations.  The prospect really only cares about his or her own present and future, whereas most presentations focus on the seller’s past and product features.”  Andy reminds us to talk about what the product will do for the customer rather than its features.  His favorite phrase is, “Customers don’t care what you do; they care about what they’re left with AFTER you’ve done it.”  He uses the word “after” to keep the product presentation focused on the customer’s needs, and recommends the following customer-oriented questions:

  • “What are you looking to achieve after our work together?”
  • “What would success look like to you as a result of this project?”
  • “Looking back a year from now, what will need to happen for you to think things have gone brilliantly?”

Nothing works perfectly every time, and being able to read the customer’s buying signals is crucial to making necessary course corrections that meet the customer’s top-of-mind concerns.  The state of the selling art allows masterful salespeople to combine a little science with human relation strategies to create a wonderful buying experience for the consumer, while still maximizing the seller’s commission.  Most of the time, timing is everything, which is why we wanted to take the time to share several concepts, strategies, and techniques to help you land the hesitant customer in front of you (whose hesitation may have nothing to do with your product).

Are there some additional tactics for tapping into the customer’s perspective which you’ve personally had success using?  If so, I’m eager to hear them–please share your thoughts in the comment forum below.  Thanks!

 

Tiffanie Kellog: Facts May Tell But Stories Sellstring(48) "Tiffanie Kellog: Facts May Tell But Stories Sell"

July 5, 2013
, , , Advertising, Business, Conversation, Marketing/Sales, Networking, Networking Prep, Networking Tactics, Online Networking, Referral Institute, Referrals, Sales, Storytelling, Testimonial, Video Blog, Visibility, Word of Mouth 3

I’ve done quite a few video blogs with Tiffanie Kellog and there’s a very good reason for that . . . she is an outstanding Referral Institute® Trainer, Consultant, & Speaker and she has an unending supply of highly useful ideas and comments to offer.

In this video, I talk with Tiffanie about the power of using compelling stories as testimonials for your products and/or services.  Everyone who makes an effort to build their business through referral marketing has the same goal–to have all those in their network talking positively about their business on their behalf.  So, the best thing to do in order to achieve this goal is to arm those in your network with compelling stories of how you’ve helped clients in ways that have transformed their lives in some aspect . . . your fellow networkers can then share these stories with others who may be potential prospects for you, thus creating the most powerful form of a testimonial you can receive.

Watch this short video now to find out why testimonials that simply state facts about your business do nothing more than tell and how in order to really sell someone on your product or service, you need compelling stories.  Remember . . . facts tell, stories sell!

Be sure to check out Tiffanie’s website by clicking here or visiting TiffanieKellog.com and if you have a compelling story about how you’ve helped a customer or client that you think would be a great testimonial for your business, please share it in the comment forum below–you never know who will see it and you might even generate some referrals by sharing it!

The Power of Undivided Attentionstring(32) "The Power of Undivided Attention"

June 27, 2013
, , , Building Relationships, Connections, Conversation, Networking, Networking Prep, Networking Tactics, Self Development, Video Blog 11

When you’re at a busy networking event, sometimes it’s easy to fall into the trap of not giving people your undivided attention.  However, making every effort to avoid that trap and to, instead, be fully present and focused on each conversation you have will no doubt help you make a huge impression on people.

In this short video, I tell the story of how I will never forget the impression Sir Richard Branson made on me in this regard.  The first time I met him, we had a brief conversation about raising children and I mentioned my son Trey.  Months later, when we met again at a party, I was standing with my son and Richard approached me and asked, “Is this your son Trey?”

I was shocked that Richard remembered my son’s name from the brief conversation we’d had months earlier and it showed that he had obviously given me his complete undivided attention during our verbal exchange.  This was extremely impressive to me and though I already thought highly of him for his entrepreneurial achievements, this made me think very highly of him in regard to his character as a person in addition.

We all know that when people are impressed with us and like us on a personal level, they are much more apt to want to help us; so, think about the changes it would make within your business if you were to give laser-point focus to each and every individual at the next networking event you attend.

From this point forward, make your best effort to give those you interact with your undivided attention so you can really connect on a personal level.  I guarantee you’ll begin to make a memorable impact on each and every person with whom you speak.

What can you do this week to show those you network with and interact with in all areas of your life that you are giving them your undivided attention? Maybe turn your mobile phone off and put it out of sight while you’re conversing?  Perhaps you could try listening more attentively and focusing on maintaining eye contact so you’re not distracted by what’s going on around you?  Please leave your ideas in the comment forum below.  Thanks!

 

 

Speak to Be Heard and Hear to Know How to Speakstring(47) "Speak to Be Heard and Hear to Know How to Speak"

June 3, 2013
, , , , , , Building Relationships, Business, Connections, Conversation, Marketing/Sales, Referrals, Relationships, Sales, Strategy, Success

Peter Drucker once said, “The most important thing in communication is to hear what isn’t being said.”  This is so true and extremely important because the quality of our relationships depends on the quality of our communications; and when it comes to sales for your business and growing your business through referral marketing, this concept is a cornerstone for success.

Of course, not all sales transactions require incredible relationships or communication (e.g., online shopping), yet even big box stores like Wal-Mart–not known for warm customer relations–illustrate the value they place on communication and relationships by employing a visitor host to greet customers at the entrance of their stores.

Sara Minnis, a friend of mine, has often dealt with a phobia many sales people face within the sales process by coaching salespeople who are afraid of being rejected by a prospect or customer.  She says, “Sales ‘phobics’ might have an unrealistic fear of being rejected during cold calling, during the closing phase, or on a phone conversation.”  This, she suggests, is because the phobic salesperson tends to focus their communication on the emotional fit between themselves and the customer.  She explains, “The real business of selling can’t begin until the sales phobic feels that the prospect likes him or her.”  To avoid this, she says, “The professional seller directs her communication toward finding a fit between her product and the buyer’s need.  Focusing on being liked only enhances fears of personal rejection, while attending to the customer’s needs drives the transaction toward a closed deal.”

Sellers in strong relationships with their clients have a competitive advantage because the client feels connected or bonded to the seller.  The single most important tool sellers use to establish a connecting bond with another person is communication.  In fact, building a bonded relationship is completely dependent on having quality communications with another individual.

The art and science of communication is more than talking and hearing words.  There are many strategies and techniques aimed at earning the right to have your message heard.  If you can communicate at a level that matches the customer’s style rather than your own, you will be well on your way to masterful sales conversations.

Masters of sales today assume more of a consultative perspective to their selling work.  In fact, many box retail stores use the term “sales consultant” to describe the store clerk of yesterday.  Master sales consultants know that their ability to communicate is critical to selling client solutions, because rapport and trust, the cornerstones of selling, are built or lost based on communication.

So what can you do this week to improve your communication skills in order to speak to be heard and hear to know how to speak (e.g., joining a Toastmasters club, reading books like Dr. Mark Goulston’s Just Listen, etc.)?  I’d love to hear your ideas in the comment forum below

Facts Tell, But Stories Sellstring(28) "Facts Tell, But Stories Sell"

May 27, 2013
, , , , , , , , , , , , , Conversation, Marketing/Sales, Networking, Networking Prep, Networking Tactics, Referrals, Sales, Storytelling, Strategy, Success, System, Word of Mouth 4

Over the past few weeks, I’ve posted blogs on how embracing quality, adding members, and seeking engagement are all things that will help networkers and entire networking groups achieve success.  Today, I’d like to talk about an additional tactic for obtaining stellar networking results–sharing stories.

Listening closely to the information shared by those in your referral network will help you in telling positive stories about them when you come across potential opportunities to refer them.  Conducting regular one-to-one meetings with each of your networking partners will also help you become more able to share stories when you refer others to them.  Think about your many positive experiences with your fellow networkers and write them down.

A number of years ago, I met Robert Dickman, author of The Elements of Persuasion, and he taught me the formula for a good story:

  1. A story is a fact
  2. Wrapped in emotion
  3. That compels us to take action
  4. That transforms us in some way

The key here is that a good story compels people to take action and that this action transforms or helps them in some way.  I always try to re-live a story, not just re-tell a story.  Make it sound fresh and alive.  That is an important aspect of storytelling.

Remember that facts tell, but stories sell.  If you want to build your network in order to generate more referrals, overlay storytelling on top of your efforts.

The keys to success within networking groups which I’ve previously posted blogs about (embracing quality, adding members, seeking engagement) can combine with sharing stories for a powerful formula that will help members of networking groups obtain optimum networking results and business growth:

3+1 = Member Success

  • 1-Embrace Quality
  • 2-Add Members
  • 3-Seek Engagement
  • +1 Share Stories

Understanding this formula can improve your business networking success in amazing ways. 

If your networking group already employs this formula, I’d love to hear about the impact it has made on your group’s performance and results.  Please share your feedback (and stories) in the comment forum below.  Thanks!

Networking Faux Pas Series: Premature Solicitationstring(50) "Networking Faux Pas Series: Premature Solicitation"

April 25, 2013
, , Building Relationships, Connections, Conversation, Credibility, Faux Pas, Networking, Networking Prep, Networking Tactics, Relationships, Storytelling, VCP Process, Video Blog 6

In this second installment of the Networking Faux Pas Series, I talk about Premature Solicitation (a term you certainly don’t want to attempt to say three times fast as it very well may get you into a little bit of trouble . . .)–a classic example of how NOT to network.

I share a personal story of an occurrence where somebody tried to prematurely solicit me and I explain how I handled it–suffice it to say, that “somebody” will not get a second chance to make a first good impression.

As I mention at the end of the video, I highly encourage you to share your stories about premature solicitation and other networking faux pas in the comment forum below–I know I for one would love to hear about your experiences (what can I say . . . I always love a good story!) and I’m sure the rest of the BusinessNetworking.com community would love to as well.  Thanks!

No Time for Small Talkstring(22) "No Time for Small Talk"

April 22, 2013
, , , , , , , Building Relationships, Connections, Conversation, Introducing Yourself, Marketing/Sales, Networking, Networking Prep, Networking Tactics, Relationships, Word of Mouth 2

People often mistakenly perceive what goes on at networking meetings and events as making small talk with a bunch of strangers.  Real business networking , however, isn’t about making small talk at all; rather it is about building meaningful, mutually beneficial relationships with other business professionals and small talk isn’t generally something that helps further this aim.  Serious networkers, recognizing that they have limited time to introduce themselves and convey the essence of what they do, generally avoid lengthy small talk. 

 

If you want to build your business through word of mouth, you must give a message that’s heard by others.  You need to create a positive message and deliver it effectively–who are you, what do you offer, and to whom do you offer it?  When you properly position yourself with an effective message instead of trying to connect through making small talk, you save time because others quickly understand  what your company represents and offers.

Take the time to plan your introduction and prepare some concise and descriptive overviews of your products or services.  Then, when you meet someone for the first time, you can give him a good explanation of what you have to offer.  I recommend that you develop several scripts that you can readily use when attending networking meetings.

Show pride in who you are and what you do.  As an example of this, I often mention a fantastic quote from Martha Taft.  When she was a young girl in elementary school, she was asked to introduce herself to a group of people.  “My name is Martha Bowers Taft,” she said.  “My great-grandfather was President of the United States, my grandfather was a United States Senator, my daddy is Ambassador to Ireland, and I am a Brownie.”

If you have honed your message and have crafted an introduction which has been very effective for you at networking functions, I encourage you to share it in the comment forum below and to explain how you went about constructing your message and your introduction.  You never know who you’ll help by sharing your insights. Thanks!

Are You Overlooking the Importance of Storytelling in Business?string(63) "Are You Overlooking the Importance of Storytelling in Business?"

January 3, 2013
, , , , , Business, Conversation, Global Business, Marketing/Sales, Referrals, Storytelling, Success, Video Blog, Visibility, Word of Mouth 2


When you tell a story, is it compelling?

In this short video, I’m joined by Deanna Tucci-Schmitt, a successful business owner and master networker, who shares the reason why storytelling is such an integral part of business.  She reminds us that stories are much easier to remember than statistics and facts.  When you tell your business’ facts in story form, your “story” is retained, retold, and often referred.

After watching the video, please share how telling some of the key stories about your business has gotten you more business in the past, or how they might possibly help you obtain more business in the future.

Andrew Hall’s “Referral Magic”string(48) "Andrew Hall’s “Referral Magic”"

December 6, 2012
, , , , , , , , , BNI, Business, Conversation, Global Business, Marketing/Sales, Networking, Networking Prep, Networking Tactics, Referrals, Sales, Success, Video Blog 4

How specific are you when asking for referrals?  Do you say you want business from “somebody”. . . or “anybody”. . . or do you give the name of the specific person you want to meet?

Joining me in this brief video is Andrew Hall, a master networker based in China. Watch as Andrew tells an engaging story about the importance of being specific, or as he calls it, “Referral Magic.”

After watching the video, please leave your thoughts, comments, and/or feedback in the comment forum below . . . are you now thinking twice about how specific you are when asking for referrals?  Are you going to make a conscious effort to be more specific in your “ask” when asking for referrals in the future, or do you maybe have a tactic for being specific that you can share in order to help others? . . .

Grow Your Network by Making People Feel Welcomestring(47) "Grow Your Network by Making People Feel Welcome"

November 1, 2012
, , , , , , , , BNI, Building Relationships, Connections, Conversation, Introducing Yourself, Networking, Networking Prep, Networking Tactics, Video Blog 2

In this brief video, Australian networking master Paul Lomas shares some ideas with me about making people feel welcome when they arrive at networking meetings and events. He also gives a very useful tip on how to give a great response when someone asks how you are doing in order to create an opportunity for positive, genuine connections.

The video emphasizes the importance of the visitor’s experience to a networking group and how it can very significantly shape their choice regarding whether or not to return to that group.  Sometimes it can be much too easy to get comfortable in networking groups and neglect visitors.  For that reason, I urge you to watch this short video because it’s a great reminder of just how important it is to genuinely make visitors welcome in order to grow your network and make your networking group as successful as it can possibly be.

Do you have any good tips or stories about how you or others in your networking group make others feel welcome?  Please share them in the comments forum so others can learn from your tactics for successfully meeting, greeting, and making visitors feel at home.

Think Face-to-Face Networking Isn’t Important?–Think Again . . .string(76) "Think Face-to-Face Networking Isn’t Important?–Think Again . . ."

October 25, 2012
, , , , , , , , , , , , , Building Relationships, Connections, Conversation, Ivan Misner, Networking, Networking Prep, Networking Tactics, Online Networking, Video Blog 8

Now that we can just pick up our smartphones and immediately connect with people on the other side of the world, have in-person conversations become a thing of the past?

In this short video, I talk with Roger Green of Applied Transformation Inc. about the value of face-to-face meetings.  If you don’t know how the holographic Jedi Knights of “Star Wars” and a newspaper journalist in Stockholm relate to the importance of face-to-face networking, there’s no need to wonder . . . just watch this video to find out. 😉

What’s your own take on the importance of face-to-face networking versus relying on technology to connect?  Please leave your thoughts in the comment forum–I’d love to hear some diverse perspectives on this.  Thanks!

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